The 21st Malaysia International Halal Showcase (MIHAS), held at MITEC from 17–20 September 2025, reaffirmed Malaysia’s role as the epicenter of the global halal trade while spotlighting new frontiers, notably Vietnam and Cambodia, and underscoring ASEAN’s collective momentum through large pavilions from Indonesia, Thailand, and the ASEAN-Japan Centre.
African nations such as Zimbabwe and Uganda also made an appearance, pointing to halal trade’s widening geography. MIHAS 2025, themed “Pinnacle of Halal Excellence”, combined large-scale trade matchmaking with policy dialogues and an innovation showcase that attracted more than a thousand international buyers and exhibitors.
Why MIHAS Matters Now: Policy, Standards, and Digitalization
With Malaysia chairing ASEAN in 2025, MIHAS doubled as a platform to advance halal-trade policy and standard harmonisation across the region. Sessions emphasised digital traceability, sustainability in halal food chains, and the role of certification interoperability, priorities that make cross-border halal trade less frictional and more scalable.
Read More: What Last Year’s MIHAS Numbers Tell Us, and Why This Year Matters for Halal Business
ASEAN Pavilion & Japan Linkages: A Showcase of Regional Unity
A standout feature at MIHAS 2025 was the ASEAN Pavilion, jointly organised by the ASEAN-Japan Centre (AJC), MATRADE, and Malaysia’s Ministry of Investment, Trade and Industry.
Bringing together 20 companies and associations from across ASEAN, the pavilion demonstrated how ASEAN halal producers are innovating collectively while also positioning for access to larger Asian markets, particularly Japan.
The AJC’s role was symbolic: it underscored that ASEAN halal growth is not just intra-regional but deeply connected to larger Asian economies.
Japan, with its rising Muslim tourist arrivals and growing halal food imports, views ASEAN as a key halal supply base.
Read More: ASEAN Halal Landscape 2025
Vietnam and Cambodia: ASEAN’s Rising Halal Exporters
A notable shift at this year’s show was the visibility of Vietnamese and Cambodian exhibitors not as one-off visitors, but as structured delegations seeking long-term halal market access.
Vietnam: pushing halal certification to the forefront
Vietnam has been actively positioning halal as a strategic export pathway. At MIHAS 2025, Vietnamese producers showcased seafood, processed foods, and beverages all with the intent of obtaining internationally recognised halal certification to expand exports into GCC and Southeast Asian supermarkets.
Analysts at MIHAS urged investments in halal labelling and processing capacity to convert Vietnam’s already-strong food exports into halal-certified shipments.
Read More: Emerging Halal Market in Vietnam: A Gateway to Growth for Foreign Investors
Cambodia: Halal Park Cambodia and a push for tourism & processing
Cambodia, meanwhile, is moving from promise to infrastructure. Beyond sending exhibitors to MIHAS, Phnom Penh is backing Halal Park Cambodia, the country’s first halal-focused industry zone in Kandal Province.
Covering 267 hectares, the halal park is designed to accommodate halal central kitchen, logistics hubs, SME-friendly halal production clusters, and innovation labs.
Its location near the new Techo International Airport and Funan Techo Canal gives it future export connectivity to the region and beyond
The Halal park complements Cambodia’s parallel strategy of positioning itself as a halal-tourism destination.
With more Muslim-friendly facilities, certified restaurants, and improved supply chains, Cambodia aims to attract Muslim travellers while building export-ready halal industries.
For SMEs, Halal Park Cambodia provides a one-stop entry into halal production without the prohibitive costs of setting up individual halal-certified facilities.
Read More: Cambodia: The Next Frontier in the Global Halal Economy
Indonesia Pavilion Highlights the Power of SMEs in Global Halal Trade
Indonesia had a strong showing at MIHAS 2025, featuring a dedicated Indonesia Pavilion, with Indonesian UMKM (Jakpreneur) bringing local halal food & drink, fashion, cosmetics, crafts, and lifestyle products to the global stage.
Among the exhibitors were brands such as Ngramu (herbal-based health and jamu drinks), Dapur Bunda By Unie (authentic rendang), Morning Glory (natural soaps), Harumi scarves and others.
Logistics and brand intermediaries such as Rayspeed Asia also leveraged MIHAS as a platform not just to display goods but to solve supply chain, packaging and export readiness challenges.
Indonesia’s role is strategic, with over a thousand SMEs, an enormous domestic Muslim market, and a growing halal certification infrastructure, meaning Indonesia isn’t just participating, it is shaping MIHAS’s impact in ASEAN.
Read More: Unlocking Opportunities: The Halal Market in Indonesia (eBook)
Thailand’s Strong Pavilion Presence
Thailand, already a leading food exporter, had a prominent pavilion at MIHAS 2025.
Thai companies showcased halal-certified processed foods, beverages, and wellness products, reflecting Bangkok’s long-standing investment in halal certification and its ambition to become a global halal hub.
The Thai pavilion was also part of the Makiplago Pavilion, MIHAS’ largest new pavilion, designed to connect SMEs with global buyers across ASEAN.
This strong showing reinforced Thailand’s strategy: combining its advanced food-processing industry with halal certification to capture Middle Eastern, European and Asian Muslim markets.
Myanmar’s Modest but Meaningful Participation
Though smaller in scale, Myanmar’s participation under the ASEAN Pavilion signalled interest in aligning with regional halal standards.
For a country still developing its halal export capacity, MIHAS provided exposure to certification processes and potential buyers, the first step in building credibility and tapping into ASEAN distribution networks.
Beyond ASEAN: Central Asia’s Halal Momentum
Speakers and industry reports at MIHAS also flagged opportunities beyond Southeast Asia.
Central Asian markets, notably Kazakhstan, Uzbekistan and Kyrgyzstan that now are exploring Islamic finance and halal product strategies, from halal food manufacturing to Sharia-compliant finance that supports supply-chain investment.
The region’s growth of Islamic-finance services and government-level trade interest suggests an emerging two-way corridor for halal expertise and capital.
Africa Joins In: Zimbabwe and Uganda
Africa’s halal footprint at MIHAS was notable. Zimbabwe and Uganda each had booths, reflecting early steps in positioning African producers for halal exports.
While exhibitor numbers were limited, their presence matters: it signals growing ASEAN-Africa trade linkages.
- Uganda, a major agricultural exporter, has halal-certified products in coffee, grains and meat, with potential to link into ASEAN halal distribution networks.
- Zimbabwe is exploring halal certification for beef and horticulture exports, seeking to diversify beyond its traditional markets.
These connections reflect a broader trend: ASEAN-Africa trade is expanding, with Malaysia, Indonesia and Singapore increasingly importing African agricultural products and exploring outbound investment in halal processing.
For African states, MIHAS offers access to established halal certification networks, which in turn can open GCC and Asian markets.
Where the Real Opportunities are Practical Takeaways for Exporters and Investors
- Certification and labelling: Exporters from non-traditional halal markets must prioritise internationally recognised halal certification and traceability if they want shelf space in GCC and Southeast Asian supermarkets.
- Processing partnerships: Countries like Cambodia are offering incentives for foreign processing investment. For ASEAN exporters, co-located processing can reduce logistics costs and fast-track market entry.
- Halal tourism: Vietnam is positioning for Muslim visitor growth; hospitality and travel businesses should explore halal-friendly services, credentialing and marketing to capture travel spend.
- Financing and tech: Islamic finance vehicles and digital traceability platforms are becoming procurement pre-requisites for large retail chains and institutional buyers.
Read More: Halal Industry Trends 2025: Key Insights for Businesses and Investors
Market Sizing and Growth Signals
Market reports cited at MIHAS and in parallel coverage place the global halal economy in the multi-trillion dollar range, with a strong CAGR in Asia, a statistic that underpins the surge in non-traditional exporters seeking halal status and partnerships.
Analysts see the growth driven by halal food, cosmetics, pharmaceuticals, halal tourism and Islamic finance.
